As bourbon enthusiasts converged on the Wild Turkey visitors’ center, nestled by the entrance was no ordinary greeter. Jimmy Russell, a living testament to the distillery’s storied past, held court as a goodwill ambassador, signing whiskey bottles, posing for photos, and regaling tourists with tales of bourbon-making and sipping.
For seven decades, the distillery in Kentucky’s idyllic bourbon country has been Russell’s second home. He honed his craft under the guidance of a distiller who survived Prohibition’s bleakest years. Decades later, Russell played a crucial role in bourbon’s resurgence, crafting premium whiskeys now synonymous with cocktails and spearheading the global promotion of his brand and the bourbon industry.
At 89, Russell, affectionately dubbed the “Buddha of Bourbon,” celebrated his 70th anniversary with the distillery on Tuesday. For nearly half a century, he served as Wild Turkey’s master distiller, overseeing every production phase—from distillation to bottling.
“I always said, ‘The first day I have to come to work I’m retiring,’” Russell remarked recently.
That day has yet to come.
Russell remains a cherished figure at the distillery, nearly ten years after passing the master distiller torch to his son, Eddie. Both father and son are Kentucky Bourbon Hall of Fame inductees, and the legacy extends to the next generation. Bruce Russell, Eddie’s son and Jimmy’s grandson, serves as an associate blender, central to crafting new Wild Turkey products.
The Russell family’s history is rich with top executives leading both production and brand promotion. While long careers with a distillery and transitions to brand ambassadorship are common in the industry, Jimmy’s longevity sets him apart.
Jimmy, Eddie, and Bruce collaborated on a special project honoring their family’s whiskey-making heritage. Wild Turkey Generations combined aged bourbons selected by each family member, resulting in an ultra-premium whiskey with a limited release last year.
“I got to work on a project with him where all our names are on the bottle,” Bruce Russell said. “And that’s super special for me.”
Though no longer involved in daily bourbon-making operations, Jimmy Russell still samples and critiques the latest Wild Turkey innovations. He typically spends a few days each week at the visitors’ center, charming and educating tourists.
His friendly demeanor was on display as Mark and Donna Barton asked him to sign their newly purchased Wild Turkey bottles. Eddie Russell added his signature, completing a memorable memento for the couple from Princeton, West Virginia.
“Heck yeah, this is going to go on display,” Donna Barton said. Whether to drink the contents or keep them as souvenirs was “up for discussion,” Mark Barton noted. “We may crack it and have an ounce and then put it back up,” Donna added.
Having promoted Wild Turkey worldwide for decades, Jimmy Russell is adept at engaging and enlightening bourbon fans. He’s noted the surge in whiskey aficionados’ knowledge over the years.
“When I started, it was all whiskey, it didn’t make any difference,” Russell said. “Nowadays, people know every little drop, every little thing about it.”
When he began in 1954, the distillery, then known as Anderson County Distilling, operated on a much smaller scale, producing about 40 barrels daily and storing them in four warehouses. Today, Wild Turkey, owned by the Italian Campari Group since 2009, produces 700 to 800 barrels daily, stored in nearly three dozen warehouses. The brand sells globally, particularly in Japan and Australia. A second distillery is under construction to meet increasing demand.
Russell’s early career involved rotating through various roles, giving him the comprehensive experience that prepared him to become master distiller in 1967. “As soon as I learned a job real well, they’d move me and put me on something else,” he said. “So I’ve done everything here.”
Eddie Russell, now 64, underwent similar training, joining Wild Turkey in 1981. “He wanted me to learn it from the ground up, the same way he had,” Eddie Russell said. He quickly realized, “it was home for me.” Lessons from his father included the importance of maximum effort and product consistency.
“The number one thing I tell everybody that I learned from Jimmy was if you’re going to do something, do it right or don’t do it at all,” Eddie Russell advised.
The bourbon community in Kentucky is close-knit, and Jimmy Russell has been a mentor to many, including Fred Noe, a seventh-generation master distiller at Jim Beam. After the death of Noe’s father, famed distiller Booker Noe, Russell stepped in as a guiding figure.
“When I took over for my father, Jimmy became a second father figure to me, guiding me as I stepped into the role of bourbon ambassador,” Fred Noe said. “His friendship and passion for the industry he and my father loved shaped me into the man I am today.”
In Kentucky, where 95% of the world’s bourbon is produced, master distillers are revered. If there were a Mount Rushmore for Kentucky bourbon, Jimmy Russell would undoubtedly be featured, said Eric Gregory, president of the Kentucky Distillers’ Association.
“You think about the names of him and his peers at the time, you’re talking some of the most treasured, beloved and cherished names in the history of Kentucky bourbon,” Gregory noted. “They paved the way for the success of Kentucky bourbon today.”
Watching his son and grandson continue his legacy is Russell’s greatest pride. “That’s what I’m so proud of, to see what they’re doing,” he said. “To see how far Eddie’s come along. He’s well-known everywhere now. Bruce is coming that way.”
Jimmy’s wife, Joretta, now 93, has been his steadfast companion throughout the journey. Eddie Russell credits her with his father’s longevity, noting that she kept discussions of bourbon business out of their home, allowing Jimmy to relax.
“Jimmy and Dad are master distillers at work. But at home, granny’s the boss,” Bruce Russell quipped.
Among the many questions fans ask him, one consistent inquiry is how he likes his bourbon. Jimmy prefers it neat—without ice or water. Regardless of how it’s served, he insists it should be sipped and savored.
“Bourbon’s not something you sit and throw straight down,” Russell advised. “You sit and enjoy the flavor and taste of it. And I’ve always said, you know one thing about bourbon, you drink when you’re happy, you drink when you’re sad.”
And his humor remains intact. When asked to name his favorite bourbon, he responded with a grin: “One of each.”
